The Point: Following the cancellation of countless events and gatherings this past year, all rules around the “right time” to start celebrating went out the window. In 2020, the festive season couldn’t come soon enough.

In fact, people started planning and shopping for it earlier than they ever have on Pinterest—back in April1. From gift ideas to door decor, they were craving some Christmas cheer. And they were asking brands to help.

Here’s a look at how eight brands used top Christmas searches to inform their creative this festive season.


Christmas bauble ideas
Baubles don’t have to be boring. With searches up more than 60% for “Christmas bauble ideas”2 in the UK, John Lewis showed Pinners how to add a quirky touch to their tree, with a menagerie of exotic birds, animals, insects and (most importantly) glitter.


Christmas gravy
Pinners agree: there’s nothing that gravy can’t fix. So it’s no surprise that “Christmas gravy” was a top trending search3 in the UK in the run-up to the holiday. But who says that turkey gets to have all the fun? KFC used video Pins to promote its gravy burger box meal to people looking for a festive feast without the stress.


Christmas table decorations
Christmas trees won’t be getting all the glory this year. When searches for “déco Noël centre de table” (Christmas table centrepiece) more than tripled4 and “décorations de table de noël” (Christmas table decorations) increased 645%5 in France, La Redoute showed Pinners how to serve up some festive flair.


Christmas grazing table
UK searches for “Christmas grazing tables” jumped nearly 900%6 as Pinners began to think beyond traditional sit-down dinners. Using video Pins, Asda shared their top tips for creating the ultimate grazing platters, whether your taste is classic, sweet or vegan to allow for socially-distanced snacking ideal for the festive season.


Christmas hair ideas
With the dancefloor out of bounds, Christmas parties will most likely take place online—all the more reason to give hair a little extra love. When they discovered that UK searches for “Christmas hair ideas” had nearly tripled7, Aussie put the spotlight on its gift sets and treatments.


Christmas phone backgrounds
Pinners are always looking for ways to update their phone screen aesthetic, changing everything from the wallpaper to widgets and apps, and the festive season is no different. A 200x increase in UK searches for “Christmas phone backgrounds”8 prompted Freepik to highlight its range of free wallpapers that turn home screens into winter wonderlands.


Holiday desserts
From crumbly mince pies and butter cookies to festive fruit cake, there’s always room for dessert at Christmas. With searches up more than 630% for “holiday dessert” and nearly 95% for “holiday baking,”9 Dr Oetker shared scrumptious recipes with easy-to-follow steps.


Personalised presents

In a year like no other, Pinners are looking for presents like no other, too. Spanish brand PDPAOLA leveraged the top trending phrase “personalised jewellery”10 to highlight their collection of customisable accessories, a perfect gift for the Pinner who has everything.

Search-driven insights are more than interesting—they're actionable. Brands that align their marketing with Pinterest trends can add value to their audience’s lives at exactly the right time, which will go a long way towards building stronger connections with customers.